Mind HK x Lululemon “Move It for Mental Health”
Photo & Video Campaign Co-Director/Photographer
Every year, Canadian multinational athletic apparel retailer Lululemon collaborates with Mental Health NGO Mind HK to encourage the people of Hong Kong to invest in their mental and physical well-being through the “Move It for Mental Health” Challenge. Participants are challenged to complete 50km in March anywhere in nature, either on their own or as a team, and to enjoy Hong Kong springtime.
Video Campaign
For this campaign we worked with four Lululemon brand ambassadors: Hong Kong Rugby Union and Rugby Sevens player Cado Lee, dance choreographer and yoga teacher Valerie Lui, ultra trail runner Ferdinand Tsang, and meditation coach Amanda Yik.
Photo Campaign
In addition to the video campaign, we also provided both clients 12 images for use in their social and online campaigns. All photographs were taken on the same day as the videos, right after we finished filming in each location.
Credits - Key Crew
Agency - Carbon
Direction/Cinematography - Emerson Steinberg & Bowen Xu
Creative Director - Stratos Efstathiou
Account Manager - Hester Lo
Account Director - Kelly Chin
Executive Producer - Damien Bell
Photographer - Emerson Steinberg
Editor - Bowen Xu